Mar 6, 2026

John Sheehy

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Spring Forward: Upcoming Trade Shows, Themes, and Aspirations

Spring is usually seen as a season of renewal, and while we hoped 2026 would be a year of a similar spirit, we continue to see disruption and caution in the markets we serve. Across publishing, media, and subscription-driven businesses, we’re seeing organizations wrestle with stagnant growth, continued AI disruption, and uncertainty caused by economic and geopolitical upheaval. The conversations we’re tracking this spring reflect that context: smarter use of AI, deeper focus on retention and lifetime value, and technology that connects teams, data, and customers more seamlessly than ever.

As we head into a busy conference season, a few common threads stand out. Whether the audience is news media, consumer subscriptions, nonprofit publishers, or enterprise platforms, the same core themes keep surfacing: sustainable growth, serving customers better, and more effective use of today’s technologies without losing track of human connection.

The Big Technology Themes We’re Watching

Across our markets, several technology trends are clearly converging this spring.

AI is moving from experimentation to (conservative) execution.  The conversation has shifted from whether AI belongs in publishing and subscription businesses to where it delivers the most value. Many companies continue to experiment, but the focus is now on practical applications with an emphasis on measurable impact and responsible use while maintaining affordability. This shift will be front and center at the INMA Media Subscriptions Summit, where AI is being framed as a tool to reinvent the subscriber funnel and strengthen long-term growth rather than a standalone solution.

Retention is the new growth engine (again). Across industries, retention, engagement, and lifetime value are taking priority over simple acquisition. This pivot to retention is not new and has been assessed for decades, even when print was the only medium. But with slowing growth, companies have no choice but to shift to defensive postures. Publishers and subscription businesses are working to ensure that product, marketing, and service teams have a shared view of the customer journey. This emphasis appears consistently — from INMA’s focus on retention as a growth strategy to SubSummit’s repeated messaging around unifying acquisition and retention strategies into a single, holistic model.

Integrated platforms are preferred to fragmented tools. Organizations are increasingly looking to reduce complexity through vertically integrated architectures. The goal is to have fewer disconnected systems and more cohesive solutions that enable data to flow freely across departments. At the upcoming Advantage Users Group (AUG) conference, technology updates and user-driven discussions highlight practical improvements in payments, security, data availability, and workflow automation — all aimed at making operations smoother and more connected.

Customer experience remains the unifying force. Regardless of market segment, customer experience continues to inform technology decisions. Whether framed as subscriber loyalty, reader engagement, or member satisfaction, the theme is consistent: technology should enable more human interactions, not replace them. This perspective is especially visible at events like SSP's Annual Meeting, where customer experience, engagement, and long-term relationships are central themes for membership-driven organizations.

How This Spring’s Events Connect the Dots

This spring conference season is sure to be compelling with these themes threading through multiple events.

At the INMA Media Subscriptions Summit, the focus is on reinventing the subscription funnel in an AI-driven, creator-influenced media landscape. Sessions emphasize engagement, premium value, and retention as core drivers of sustainable growth, reinforcing the idea that technology, data, and human connection must work together.

The Advantage Users Group (AUG) meeting brings those ideas into operational focus. With discussions centered on real-world implementations, AUG reflects how publishers are turning strategy into execution through incremental, user-driven technology improvements.

At the PCPA Annual Conference, the publishing conversation emphasizes practical AI, accessibility, and meeting readers wherever they are. Rather than continuing experimentation, the agenda highlights how technology can support mission-driven publishing while maintaining clarity, inclusivity, and operational efficiency.

SubSummit broadens the scope beyond publishing, bringing learnings from across the subscription economy. The message is clear: successful subscription businesses need to build cohesive data, marketing, operations, and technology strategies to retention, personalization, and value-driven experiences. AI and bundling strategies are positioned as tools to deepen relationships, not just drive short-term growth.

Finally, the SSP Annual Meeting reinforces the customer-centric thread running through all these events. With its emphasis on customer experience, engagement, and technology that supports long-term relationships, SSP highlights the shared priorities between membership organizations and commercial subscription businesses alike.

Looking Ahead

This spring, we are looking forward to not only attending these events, but tracing the conversations across them to build a broader mental map of the markets we serve (and connecting with clients, of course). From media to publishing to subscription commerce, the industry is moving towards a more mature view of technology: one that values integration over fragmentation, execution over experimentation, and relationships over transactions.

We hope to see as many of you as possible at these noteworthy events!

“I have known and partnered with the staff of AdvantageCS since 2015, when we began laying the groundwork that led to the 2017 launch of a new business operating software system and deployment of their Cider web platform for eCommerce. They are people of integrity and deliver what they say they will deliver, and do it at--and at times, under—budget. They invested significantly in an ONIX integration project that has enabled us to have gold star data feeds to major accounts, and the strong subscription management capabilities of Advantage have enabled us to significantly grow our direct-to-consumer sales.”

Jeff Crosby

President & CEO

ECPA

(To the team upon going live on the final wave of their multi-phase migration to Advantage) “It was a wonderful launch. I would like to express our gratitude to you for the fantastic (double) launch of Advantage and the data warehouse at Mediahuis Nederland. Projects of this size and complexity are rare. But it was a great ride. Your commitment serves as an example to others. People often worked late into the night. There were teams in Portugal, America, Belgium and the Netherlands. Many bumps, and sometimes mountains, had to be overcome, and all this at a distance due to COVID-19 measures. But you all succeeded. From now on it all really starts with Advantage!”

Xavier van Leeuwe

CEO of Digital Marketplaces

Mediahuis Nederland

I have worked with other vendors implementing systems who didn't seem to care about the job or the quality of their work. I have learned that the most important thing about any vendor is their people. In my 17+ years of using Advantage and working with AdvantageCS, I am still impressed with the dedication and integrity of the people there. The quality of their work is important to them and I can trust them to work with me until I am fully satisfied.

Mark Fung-a-fat

Former Director of Business Systems

Massachusetts Medical Society

"Your staff are people who act with integrity. From veteran employees to the more recent hires, I’m very pleased with AdvantageCS as an organization.”

Tricia Koning

Former Director of Information Technology

“We are extremely pleased to now have Advantage running in three countries---Denmark, Sweden and Finland. Having Advantage as the single subscription system provides the efficiencies, cost reductions, and superior capabilities we need to move forward. The people at AdvantageCS are real professionals.”

Svend Erik Hansen

Former IT Director, Business Solutions

Aller Media

My favorite thing is AdvantageCS as a company; there are so many dedicated people.

Klas Persson

Former Head of Marketing Systems, Business Technology

Egmont

I like how information stays if I have to move from subscriptions, for example, to something else---it's great not to have to look up the customer information again. And I like the flow of the tables; they flow from one to the next very well.

Denise Spickler

Senior Customer Service Rep

Wolters Kluwer Health

“With Advantage, ACS offers a customer relationship management solution that excels in managing subscriptions, mail order, and digital access. From my perspective, it has no equivalent in France and Europe. Another plus is the active user group of 50+ global clients who add enhancements to the software and with whom we can network.”

Emmanuel Chevalier

Director, Customer Relationship Information Systems

Bayard

My favorite thing is the support of BPA audit requirements. I don't have to worry about it; it's always there and it works.

Randy Yi

Business Manager

American Association for the Advancement of Science

"The system works smoothly and in accordance with our expectations."

Carsten Weber

CEO

"We have a fabulous relationship with ACS. They give us a chance to contribute and shape the product, which is unique in the vendor world."

Suzanne Earley

Managing Director, Back Office Solutions

The Agora Companies

I love all the different ways I can do promotions. Advantage offers so many possibilities!

Kirsten Wandall Ohlsen

Marketing Automation Manager

Aller Leisure A/S

"Bayard has found with AdvantageCS a reliable long-term partner---something that was considered risky by many other French publishers when it was selected 15+ years ago, being the first in the French and continental market."

Hubert Chicou

Chairman of the Supervisory Board

Bayard

I have so many favorite things but I guess the top one would have to be the AdvantageCS staff. I've been working with them for quite a few years and everyone has always been friendly and helpful.

Joe Wixted

Director | Fulfillment Systems

American Medical Association

My favorite thing is the reporting. I like the flexibility and the fact that I can modify my own stuff.

Paul Aviles

Operations Director

My favorite thing is the help section---it's great! And also, the tremendous flexibility of the system.

Terri Cannon

Client Services Manager

Informa

Advantage supports large parts of our business and we can almost always find a way to use it to do what we want to do. Through our user experience, and in talking to other Advantage clients, I am amazed by the multitude of ways that different people use different system modules and components.

Dominic Toasland

Subscription Management Platform Architect

CDS Global

“Our business is built on Advantage---it is the heart of all our transactions. I have always had great experiences with ACS staff, and Advantage continues to get better and better.” (Comment explaining his reasons for giving ACS staff and services an “Excellent" rating.)

Getty Sarno

Chief Enterprise Architect

The Agora Companies

We are working together as an organization to better the product of Advantage so we can effectively be better together in the marketplace. A stronger Advantage is a stronger us as we go forward.

Terry Rowinski

President

CDS Global (US)

Spring Forward: Upcoming Trade Shows, Themes, and Aspirations

The Big Technology Themes We’re Watching

How This Spring’s Events Connect the Dots

Looking Ahead

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